live broadcast format may lead to a new trend
From an overall point of view, this time Dapeng and Liu Yan sent nearly 100,000 discount movie tickets in the Weiya live broadcast room (if everyone exchanges and uses it, it is 19.9 I bought a movie ticket at the original price of RMB 40, which is equivalent to a movie promotion activity with RMB 2 million. Is it worth it?
Currently, there is no definite data enough to verify how loud the Taobao live broadcast brought the movie. In fact, in the field of movie marketing, no matter what marketing action is launched, its true marketing effect is very difficult to quantify.
However, judging from the live purchasing power of the live broadcast room and the interaction of fans, at least this wave of operations can still attract fans. For example, even though Dapeng and Liu Yan have left the live broadcast room and Wei Ya is still selling goods, there are still netizens asking whether movie tickets can be added? And ask if Wei Ya can still invite other movies to live broadcast? After all, this is also the first time for them.
In the final analysis, selling movie tickets live is also to expand the popularity of the film and allow more people to enter the cinema. In fact, in order to make the movie box office more prosperous, it is not uncommon to try every means to sell tickets or even send tickets.
For example, the popular ticket subsidy in the past few years is to attract more audiences into movie theaters in the form of low-price promotions, which can be said to be the most direct means of stimulating movie ticket sales. Netizens pointed out that the "Beneficiary"'s live ticket sales form was actually a kind of "ticket supplement" in disguise.
and most movies also have their "conventional"Operation. For example, nowadays movies, especially domestic blockbusters, will basically carry out joint marketing activities with major brands before they are released. Among them, there are often the benefits of gifting movie tickets. Offline activities include movies. The creators, or the neighbors, and the brand owners, support each other in the form of exclusive movies, which is equivalent to buying movie tickets.
Of course, there are some more "exotic". For example, last year's "Di Renjie: Four "The King of Heaven" was during the World Cup. Lin Gengxin, who has always been amusing, followed in the footsteps of Vantage. He personally initiated the "French team won the World Cup and gave 1,000 tickets to "The Four Kings of Di Renjie". Won a hot search, and also won a good impression.
And when the summer file "Amateur Agent" was released this year, there were also a large number of Taoticket tickets for free. Recently, "You are a teenager", Taotiopiao also launched Double 11 A special event for red envelope rain.
However, on the whole, no matter how many ways these ticket sales are, they are all based on a flat media platform. And the live video live broadcast of "The Beneficiary" started this time to grab movie tickets. Perhaps this form will be integrated into new areas. In particular, if the overall evaluation results of the event are good, I am afraid that more movies will follow suit. Of course, you must not blindly. The major film and marketing parties are in Before you start, you have to weigh yourself. For example, whether the chosen anchor and its fan base match the tonality of the movie itself, or whether it can be spread through differentiation, and the drainage and coverage of the film can be broken. Related creators, whether they can put down their body and be competent for the anchor post should be a consideration.
And when this operation becomes more and more mature, perhaps in the near future, we will be able to see another wave of rumors related to movie marketing.
